Links vs Images in Facebook Business Page Posts

Do you post links?  Hopefully not too often.  I have mentioned before that Facebook doesn’t like posting links. It makes sense. Links drive people away from Facebook. That means fewer eyeballs and potentially less ad revenue. Facebook wants people to stay in Facebook.

Want proof that Facebook doesn’t like links..that you are better off using images? Check out the image clipped from my postings for a client.

The difference in using images vs links within Facebook posts

I’ve been reading a number of blogs lately that seem to disagree so I decided to do a little test based on my posts for a client.  It’s certainly not scientific, but I think it illustrates my point that if you want ‘Reach’ (read: visibility), then photos clearly outweigh links when it comes to posting.

While not scientific, all of my posts were done on either a Monday or Thursday at the same time, all were posted for the same client by me and all following the same format that has been proven to drive engagement.  The results were pretty interesting.

The difference in using images vs links within Facebook posts

Of the last 6 posts (I did omit the one above with 552 reach as 7 shares made the data unusable), all but 1 of the posts featuring a photo had more posts clicks.

We also know that Facebook weights shares heaviest, then comments and finally likes yet an ‘image’ post with 5 fewer comments and 8 more likes (shares being equal) had a slightly greater post click rate and a reach greater by almost 40%!  I haven’t mastered Facebook’s alogrithym but it would seem that the drop in comments and increase in Likes are similar enough that the reach should be close.

One of the ‘image’ posts had twice the clicks, 3 more likes, 4 less comments and 1 less share but STILL had greater reach.  This certainly doesn’t make sense based on what we know about the algorithym.

Again…none of this is scientific but just based on this client’s posts and what I have seen and heard from other businesses, images definitely outperform links in terms of reach.  I’ll be monitoring and testing my theory with a few more clients and report back.

Please note that I’m not recommending NOT to post links, just that images in posts will drive better reach.

What’s your take?

by: Robert Nissenbaum

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About Robert Nissenbaum

As a consultant, speaker and educator I provide common sense, practical and actionable social media advice to small business owners and solopreneurs. Active using LinkedIn and Facebook since 2007, Twitter since 2009, Google+ and Pinterest by invitation before public release and now Instagram, the advice, support and training I offer are based on close to a decade of experience in using social media for my personal and own business brands, not simply what I have been taught or read. I approach social media from a very different perspective than most in the industry. I teach small business owners to shift their view of social media; to understand it’s less about their content and more about networking and building relationships. I work with clients to create the blueprint they need to succeed, help put the infrastructure and systems in place and offer continuing support. Social media is more than a career. It’s my passion. Having spoken on and taught social media since 2011, you’ll get a knowledgeable, seasoned speaker who will deliver quality content without fluff and up-sells. I am available to speak or facilitate social media training workshops at your event on a variety of topics and have presented in Washington and Arizona. Speaking engagements and workshops can be tailored to your needs with presentations as short as 20-30 minutes and training workshops starting at 90 minutes.
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